This week’s reflection point: One of the key challenges my clients face is how to create effective copy and content for their web site pages. They all have terrific and valuable ideas but struggle how to properly word them. Some end up writing the copy themselves, others outsource to professionals, and the rest agonize and hope for the best.

Effective web copy will intrigue your audience to read, listen or watch. It will help stimulate their minds and yours and create the proper interest and attraction to you and your company.

I would like to give you a quick framework on how to conquer your web copy creation challenge while perhaps even enjoying doing so.

I find the case study format to be most effective in generating success. Start with the challenge your clients are facing. Identify what it is and why resolving or overcoming it is important. Continue with the intervention or how you recommend they resolve such challenge. Conclude with the potential impact or result for their life or business and the call to action they should take.

Powerful titles grab attention and should be often formatted as a provocative statement or question.

Examples help provide the proof and illustration that the idea works. Just look at this article.

Bring your text to life by embedding interesting hyperlinks to other sections on your site that help you audience and position you as the expert.

Embedded testimonials are crucial in adding the credibility necessary to the ideas you are communicating. They are the proof that these ideas have helped others.

Another key objective is to have the web copy create the interest for the visitor to discover more ideas on your site. It needs to be written in an interesting fashion while featuring videos, audios, diagrams and additional resources to explore.

I often prefer the use of bullet points to make the text practical and easy to follow.

Your audience consists of busy individuals. Consequently, less is more and saying what you have to say in minimal words is of huge value.

Ending with a strong question to ponder or a call to action helps identify the next step or steps one can take to achieve the desired results.

Before I let you go, do you know who your audience is? Then great. Launch your browser and start writing. I am waiting.